台大消费者行为pre-purchaseevalua.ppt
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1、Copyright 2001 Houghton Mifflin Company.All rights reserved.Pre-Purchase EvaluationCopyright 2001 Houghton Mifflin Company.All rights reserved.OverviewlHigh effort evaluation processlLow effort evaluation processlContextual effect and decision makingCopyright 2001 Houghton Mifflin Company.All rights
2、 reserved.Making ChoicesAll brands in product classUnknown brandsKnown brandsBrands found accidentallyBrands found throughsearchBrandsrecalledfrom memoryUnrecalledbrandsInept set(unacceptable)Inert set(indifference)ConsiderationsetChoiceJUDGMENT AND DECISION MAKINGCopyright 2001 Houghton Mifflin Com
3、pany.All rights reserved.High Effort Evaluation ProcessCopyright 2001 Houghton Mifflin Company.All rights reserved.Compensatory Brand Processing ModelslMultiattribute Models(or weighted additive rule)Copyright 2001 Houghton Mifflin Company.All rights reserved.Evaluative criteriaEpsonCanonCompaqSamsu
4、ngIBMToshibaImportancePrice53342130Weight34543425Processor55525510Battery life13141505After-sale support33435310Display quality33353320*evaluations:1=very poor;5=very good,Evaluations of brands as good or bad based on information retrieved from memory or generated through external search.Importance
5、weights based on needs,values,goals,problem recognitionScore for Samsung Score for Epson30*4=12030*5=15025*4=10025*3=75 10*2=2010*5=5005*4=2005*1=0510*3=3010*3=3020*5=10020*3=60 _ _ 390 370 Copyright 2001 Houghton Mifflin Company.All rights reserved.Compensatory Attribute Processing ModelslAdditive
6、Difference ModellBrands Compared by Attribute,Two at a TimelDifferences Added Up as Decision Maker Proceeds by Attribute;e.g.:EpsonCanon DiffPrice 5 3 2Weight 3 4 -1Processor 5 5 0Battery Life 1 3 -2After Sale Support 3 3 0Display Quality 3 3 0 -TOTAL -1 (Canon is marginally better)Copyright 2001 Ho
7、ughton Mifflin Company.All rights reserved.Noncompensatory Brand Processing ModelslConjunctive Models(Weight on Negative Info)lMinimum Cutoffs Set for Each Attribute(Reject if Below Cutoff)lNeed Additional Rule to Rule Out Remaining Alternatives(If More Than One)lDisjunctive Model(Weight on Positive
8、 Info)lAcceptable Levels for Attributes Decided(Reject if Below Cutoff)lDecision Based on Several,but Not All,Important AttributesCopyright 2001 Houghton Mifflin Company.All rights reserved.Noncompensatory Attribute Processing ModelslLexicographic ModellAttributes ordered by importancelIf one altern
9、ative dominates on that attribute,it is chosen;otherwise,proceed to next most important attributelI want to get the brand that does best on the attribute(s)most important to me.lElimination by Aspects(EBA)lAttributes ordered by importance;alternatives acceptable on first attribute proceed to evaluat
10、ion on further attributeslI will eliminate any brands that have a value of 3 or below,beginning with the most important attribute.Copyright 2001 Houghton Mifflin Company.All rights reserved.Reality of Consumer Decision MakinglConsumers may use multiple decision-making strategieslEmotions and imagery
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